Patronage Intentions Research Articles

Predicting CRM patronage intentions based on Schwartz’s theory of human values: a large-sample study anchored on male fashion leadership

Predicting CRM patronage intentions based on Schwartz’s theory of human values: a large-sample study anchored on male fashion leadership

Mask Wearing Fosters Relaxation and Store Engagement in an Offline‐Retail Context

ABSTRACTWearing a mask or face covering can serve not only as a health defense measure or a requirement for certain activities and rituals, but can also influence consumer purchasing behavior. This research examines whether, how, and when mask wearing fosters store engagement (e.g., higher intention to try on, longer staying time, and higher repeat patronage intention). Building on social observation and social monitoring theory, we conducted five studies and found that mask wearing leads consumers to perceive they are being observed/evaluated less and therefore to feel more relaxed; this feeling in turn leads to greater store engagement, especially for those who are high in self‐monitoring. Studies 1–3 indicate that consumers who wear (vs. not wear) masks generate higher engagement across different shopping contexts, demonstrate the proposed mechanism through serial mediation while ruling out alternative explanations, and show that being observed/evaluated less has a unique effect beyond perceived invulnerability to viruses on feelings of relaxation. Study 4 demonstrates the moderating role of self‐monitoring, such that this effect diminishes when consumers are low in self‐monitoring. Finally, Study 5 generalizes the mask‐wearing effect using a different facial covering situation. Both theoretical and practical implications are discussed.

Can esports help with hospitality marketing for Generation Z? The interaction of esports, novelty seeking, and subjective knowledge

Despite the recent global rise of esports and its growing connection with the tourism and hospitality industries, few scholars have focused on this area. This study adopts an experimental approach to explore whether and how the presence of esports elements in hotels influences the consumption intention of Generation Z. The presence (vs. absence) of esports elements in hotels evokes a positive sense of coolness, innovative perception, and patronage intention among Generation Z. Moreover, the results indicate that individuals with high (vs. low) novelty-seeking traits and strong (vs. weak) subjective knowledge are more likely to have positive customer outcomes. These findings contribute to the literature on cross-domain spillover between esports and hospitality and offer practical advice for hotels seeking to attract younger generations while enhancing our understanding of marketing innovation in the hospitality industry.

Examining patronage intentions of customers: a case of green hotels

Examining patronage intentions of customers: a case of green hotels

Leveraging consumer chronic time pressure and time management to improve retail venue outcomes

PurposeConsumer choices are influenced by available resources, and time is increasingly recognised as a valuable and scarce resource. This study aims to assess the effect of chronic time pressure (CTP) on the desire to stay in retail venues (DTS), considering the mediating role of utilitarian and hedonic shopping motivations and the moderating role of time management (TM); and examine the role of DTS in enhancing the shopping outcomes of satisfaction, patronage intentions and positive word-of-mouth (WOM).Design/methodology/approachTwo survey-based studies were conducted, employing structural equation modelling (SEM) and Hayes’ PROCESS Model No. 1 to test the proposed model.FindingsThe findings indicate that CTP does not have a direct impact on shopping utilitarian motivations or DTS. However, it has a direct effect on hedonic motivations that mediate the path from CTP to DTS. In addition, TM positively moderates both paths from CTP and hedonic motivations to DTS. Finally, the results demonstrate that reinforcing shopper DTS leads to increased satisfaction, patronage intentions and positive WOM.Research limitations/implicationsBased on the findings, theoretical contributions and actionable managerial implications regarding how to leverage CTP and TM to enhance shopper engagement and retail venue outcomes are discussed.Originality/valueWhile prior research has often focused on situational time pressure, this study concentrates on CTP and examines the impact of perceived time constraints and feeling rushed on utilitarian and hedonic shopping motivations and DTS. Moreover, the study tests the moderating role of TM and provides evidence that DTS leads to other desirable shopping outcomes.

Sensory marketing: the mediating role of hedonic emotions between multisensory experiences and mall patronage intention

PurposeProviding positive and memorable shopping experiences has become essential for retailers. As the retail industry strives to create multisensory experiences for consumers, it is equally important to understand the emotions and pleasure such experiences evoke. The current study aims to investigate how multisensory experiences induce hedonic emotions in retail shoppers. It explores the mediating role of hedonic emotions in between multisensory experiences and shopping mall patronage intention.Design/methodology/approachThe study is descriptive; the data was collected using the mall intercept survey method. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analyzed using partial least squares structural equation modeling.FindingsOur findings support the idea that hedonic emotions play a significant role in the retail environment by influencing retail patronage intentions. Also, the multisensory experiences have a positive effect on patronage intention as well as the hedonic emotions of shoppers.Research limitations/implicationsThe present study provides theoretical and managerial implications for academicians and retail marketing.Originality/valueThe present research contributes to the existing literature by introducing the concept of multisensory experiences in the retail context and its impact on hedonic emotions and adding to the concept of inference theory.

Customer misbehavior: The impact of a symbolic recovery strategy and cultural tightness-looseness on observing customers

Customer misbehavior is a major problem in shared service environments. Empirical evidence suggests that customer misbehavior negatively affects the patronage intentions, emotions, and overall service experience of observing customers. Yet, there is limited knowledge on how service providers can restore the satisfaction of customers who witness other customers' disruptive behaviors. To fill this gap, this study examines the impact of symbolic recovery strategies (appreciation vs. apology) and cultural tightness-looseness on observing customers' recovery satisfaction. Through three experimental studies, we find that among bystanders with a tight (vs. loose) orientation, an apology (vs. appreciation) leads to greater recovery satisfaction. A moderated mediation analysis further reveals that perceived norm violation mediates the impact of recovery strategy on bystanders’ recovery satisfaction, particularly among participants with a loose orientation. Theoretically, our study contributes to the literature on service recovery and cultural tightness and looseness. Importantly, our research suggests that hospitality firms operating within cultures characterized by a low tolerance for norm violation should offer an apology, while those in loose contexts may show appreciation to customers observing others' misbehavior. Additional theoretical and managerial implications are discussed.

Multiple mediating effects in the association between hotels’ eco-label credibility and green WOM behavior

ABSTRACT This study investigated the effect of hotels’ eco-label credibility (HELC) on customers’ green word-of-mouth behavior through triple mediating effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention. Data were collected from 304 customers of eco-label hotels in Hong Kong. The PROCESS Macro plug-in software model (6) was employed to assess the hypotheses’ direct, indirect, and triple mediating effects. The results showed that HELC did not have a significant link to green word-of-mouth behavior. However, the triple mediation effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention between the impact of HELC and green word-of-mouth behavior were confirmed. This study contributes to the existing literature in the hospitality field by applying a robust theoretical background and examining consecutive chain-of-effects in environmental issues.

Study of factors affecting customer patronage: engagement model of health insurance

PurposeImproving health outcomes requires a robust health-care service model that delivers cost-efficient services and increase customer patronage. The purpose of this study is to examine how service quality and convenience influence perceived value, satisfaction and customer patronage of health insurance policyholders. Based on contemporary research, this study further investigates the moderating role of trust, inertia, insurer type and word-of-mouth (WOM) on relationship between satisfaction and customer patronage.Design/methodology/approachThis study conceptualized the dimensions of SERVQUAL and SERVCON as drivers of perceived value leading to satisfaction and finally customer patronage in presence of four moderators. To test the hypotheses, data from 500 consumers who had a running health insurance policy was collected and analyzed using partial least square path modeling.FindingsThe results of this study showed service quality and convenience dimensions significantly affected perceived value. Perceived value strongly influenced satisfaction and customer patronage intentions. Satisfaction had a significant positive effect on patronage. WOM and trust moderated the satisfaction–patronage relationship for recommendation intention but not repurchase intention. The moderators had an indirect bearing on customer patronage.Social implicationsSuch an engagement ecosystem can be considered to be a revolution, as it will change the way businesses are conducted and how stakeholders interact with one another.Originality/valueThis study adapts and integrates the SERVQUAL and SERVCON models to health insurance domain. Second, this study conceptualizes a modified view of post-benefit convenience relevant for health insurance as policy renewal intention rather than returns/exchanges. This addresses a gap in the SERVCON scale's applicability to insurance services. This study also makes a novel attempt of examining implication of WOM and trust in health insurance domain.

Understanding store-loyal customers’ mobile channel migration: a trust-transfer perspective

PurposeRetailers have recently leveraged store-loyal customers’ store attachment to maintain customer relationships and motivate patronage intentions. However, the COVID-19 outbreak has driven customer migration from offline to mobile channels. Mobile retail applications (APPs) have been used by numerous retailers to reach their customers. Nonetheless, it has yet to be determined (1) whether store attachment can facilitate (or impede) the adoption of mobile retail APPs and (2) whether store-loyal customers will continue visiting offline stores in the post-pandemic era. To address these questions, we propose a theoretical account using integrated theories on trust transfer and store attachment.Design/methodology/approachWe conducted multi-stage, longitudinal field surveys in two cities of mainland China: Beijing and Guangzhou. From two rounds of data collection, 237 and 103 responses were obtained in March 2022. Hypotheses were tested by partial least squares – structural equation modelling (PLS–SEM).FindingsResults showed that customer trust in an offline retailer can be transferred to the retailer’s mobile APP at the pre-adoption stage, facilitating APP adoption. Notably, store-loyal customers who exhibited a strong attachment to the physical store of a retailer were more inclined to transfer their trust to the mobile APP of the retailer. This occurrence leads to an increased adoption rate, enhanced post-adoption satisfaction and increased inclination to continue (rather than discontinue) usage.Originality/valueThis study is the first to investigate the changes in store-loyal customers' shopping behaviour in the mobile retail era and in the post-COVID-19 pandemic recovery. Our findings elucidate the role of physical store attachment in the trust-transfer mechanism. Furthermore, store attachment may not prevent customers’ channel migration behaviour. Retailers may have to re-consider how to manage channel cannibalisation issues in the post-pandemic recovery.

Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

PurposeThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.Design/methodology/approachAn online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.Practical implicationsThe findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.Originality/valueThis study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

Absence makes the heart grow fonder: The interactive effect of crowding information and spatial distance on consumers’ patronage intention

Existing research has examined the influence of crowding on consumer behavior from an environmental cue perspective, with less attention given to its information cue function. To address the gap, based on construal level theory, this study investigated the impact of crowding information and geographic location on consumers' patronage intention. Through a pilot study and two experiments (wherein Study 1’s participants were recruited from China and Study 2's participants were recruited from the EU), this research reveals that crowding information and geographic location interactively influence consumers' patronage intention, with perceived scarcity driving this process. These findings contribute to the existing body of research on crowding and location-based service advertisements, and also offer valuable insights to companies on effectively utilizing crowding information and geographical targeting strategies in the design of advertisements.

Investigating chatbot users’ e-satisfaction and patronage intention through social presence and flow: Indian online travel agencies (OTAs)

PurposeThe concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.Design/methodology/approachThe research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.FindingsFindings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.Originality/valueThe impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.

Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intention

PurposeThis study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing.Design/methodology/approachA quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite.FindingsThe multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores.Practical implicationsThe study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation.Originality/valueThis study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.

Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity

Greenwashing has become a pervasive phenomenon in the tourism and hospitality sector, posing significant challenges and potential reputational damage to green hotels. Despite its prevalence, research on mitigating greenwashing’s influence on guest trust and behavior remains limited. This study addresses this gap by investigating the moderating roles of green authenticity (GA) and green transparency (GTR) in the relationship between greenwashing and guest green trust (GT), ultimately influencing patronage intentions (PI) towards green hotels. Employing a quantitative approach, the study utilized a questionnaire survey administered to 309 participants, capturing their experiences with green hotels. Subsequent structural equation modeling (SEM) analysis in Smart PLS 4 confirmed several key findings. Firstly, hotel greenwashing negatively impacted green trust and subsequent patronage intentions, encompassing both intentions to stay (IS) at green hotels and willingness to pay a premium (WPP) for green hotels. Secondly, the study established green trust as a significant mediator in the greenwashing–patronage relationship. Most importantly, the analysis revealed the crucial moderating roles of both green authenticity and green transparency. Increased perceptions of GA and GTR significantly attenuated the negative influence of greenwashing on green trust and, consequently, strengthened the positive relationship between GT and PI. These findings suggest that fostering genuine environmentally friendly practices and ensuring clear communication of sustainability efforts can effectively counteract the detrimental effects of greenwashing on green-hotel patronage. The study’s implications extend to practical considerations for green-hotel managers, offering insights into preventive measures to diminish the adverse effects of greenwashing, thereby contributing to the long-term sustainability of their operations.

Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadership

PurposeBusinesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.Design/methodology/approachThe overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.FindingsThis study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.Originality/valueThe findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

(Dis)engaging with green hotels: behavioural reasoning, willingness to pay and patronage intention: a developing country perspective

(Dis)engaging with green hotels: behavioural reasoning, willingness to pay and patronage intention: a developing country perspective

Effect of relationship bonds on perceived switching costs and patronage intention in coffee shops

Effect of relationship bonds on perceived switching costs and patronage intention in coffee shops

Consumer patronage intention: role of multi-sensory and atmospheric experiences in retail

PurposeIn a consumer-driven world, captivating experiences are increasingly vital and retailers prioritise them for consumers. This study aims to develop a comprehensive theoretical framework that explores the impact of a consumer's multi-sensory and atmospheric experiences on their intention and commitment to a mall, with perceived value acting as a mediating factor.Design/methodology/approachThe study employed a descriptive quantitative research approach and utilised a self-administered mall-intercept survey. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analysed using partial least squares structural equation modelling (PLS-SEM).FindingsStudy findings show that experiences significantly influence consumers' intentions to patronise shopping malls, leading to their commitment. The study reveals a strong impact of atmospheric experience on multi-sensory experiences. Furthermore, perceived value mediates the relationship between consumers' experiences and their mall patronage intention.Originality/valueThe research sheds light on the significance of atmospheric elements in creating sensory experiences for consumers. Additionally, the study introduces the concept of “props” as essential components of the atmospheric experiences in retail stores and malls. Furthermore, the study advances inference theory by exploring the effects of these sensory and atmospheric experiences within the shopping mall environment.

Investigating The Impact of Factors Influenced by Avatar Presence on Customer’s Patronage Intention

Amaç: Çalışmanın amacı sanal mağazalarda avatar görünümünün mutluluk, heyecan, güven, empati ve duygusal çekicilik unsurları üzerindeki ve bu unsurların tüketicinin müşteri olma niyeti üzerine etkisini ölçmektir. Ayrıca avatar görünümünün müşteri olma niyeti üzerinde mutluluk duygusunun aracı rolü incelenmiştir.
 Tasarım/Yöntem: Yazarların oluşturduğu sanal mağaza ve avatarlar katılımcılara izletilmiştir. Kolayda örneklem metodu yardımıyla 214 katılımcıdan toplanan veriler, kısmi en küçük kareler yapısal eşitlik modellemesi ile test edilmiştir.
 Bulgular: Çalışmada avatar görünümünün mutluluk, heyecan, güven, empati ve duygusal çekicilik üzerinde etkili olduğu bulunmuştur. Ayrıca mutluluk ve duygusal çekicilik unsurlarının müşteri olma niyeti üzerinde etkisi ve avatar görünümünün müşteri olma niyeti üzerinde mutluluk duygusunun aracı rolü tespit edilmiştir.
 Sınırlılıklar: Yazarlar tarafından oluşturulan sanal mağazada katılımcılara mağaza ve avatar deneyimini yaşatmak özellikle zaman açısından önemli bir kısıttır. Bu deneyimin sanal gözlük ile gerçekleştirilememiş olması da araştırmanın bir diğer kısıtıdır.
 Özgünlük/Değer: Dijital çağın, tüketicilerin ve işletmelerin sanal mağaza ve avatar kullanımındaki artışı beraberinde getireceği düşünülmektedir. Bu durum, sanal mağazalarda yer alan avatarların tüketici duygularına etkisini ve bu duyguların müşteri olma niyeti üzerindeki etkisinin incelenmesini değerli kılmaktadır. Çalışma; sanal mağaza deneyimi, avatar görünümü, tüketici duyguları ve müşteri olma niyeti konularını ele alan kısıtlı sayıdaki çalışmalardandır ve bu konuda pazarlama literatürüne katkı sağlaması beklenmektedir.